The document outlines 6 ways for colleges and universities to improve student engagement on social media. It recommends: 1) recognizing the importance of social media in how students evaluate schools; 2) presenting a consistent brand across all social media responses; 3) using a social media management tool to coordinate responses; 4) promptly and proactively responding to questions; 5) leveraging positive student feedback and outcomes; and 6) acknowledging negative comments respectfully rather than ignoring them. The overall aim is to provide a cohesive social media presence that meets student needs and enhances the institution's reputation.

1. 5 Ways To Improve Student Engagement on
Social Media
Slide
1
5
Ways
To
Improve
Student
Engagement
on
Social
Media

2. 5 Ways To Improve Student Engagement on
Social Media
Slide
2
Overview
1) Why
Social
is
So
Essen2al
2) United
We
Stand
–
and
Consistent
We
Brand!
3) Use
a
Social
Management
Tool
4) Prompt
&
Proac2ve
Responses
5) Leverage
Posi2ve
Feedback
6) Acknowledge
Nega2vity
Source:
Higher
Educa2on
Marke2ng
–
Responding
To
Students
On
Social
Media

3. 5 Ways To Improve Student Engagement on
Social Media
Slide
3
1. Why Social is So Essential
§ What happens on your school’s social platforms is
just as important as what unfolds on campus
§ 99 percent of universities now use some form of
social media
§ upwards of 94 percent of students are using those
channels to evaluate prospective schools
Source:
Higher
Educa2on
Marke2ng
–
Responding
To
Students
On
Social
Media

4. 5 Ways To Improve Student Engagement on
Social Media
Slide
4
Higher Ed Social Media: Trending Ever-Upward
Source:
UMass/Darmouth
Research
Source:
Higher
Educa2on
Marke2ng
–
Responding
To
Students
On
Social
Media

5. 5 Ways To Improve Student Engagement on
Social Media
2. United We Stand – and Consistent We Brand!
Slide
5
§ In most colleges, more than one person responds to SM
messages:
Ø Admissions
Ø Recruitment
Ø Student ambassadors
Ø Faculty members
§ With so many voices in the chorus, your school brand may
well get lost in the discord
§ It’s important to present a united front and decide how your
team will respond to messages: tone, timeliness, depth, etc.
Source:
Higher
Educa2on
Marke2ng
–
Responding
To
Students
On
Social
Media

6. 5 Ways To Improve Student Engagement on
Social Media
Slide
6
Avoid “Moody” Messaging
§ With multiple social media responders, inconsistency leads
to moody messages
§ It’s no good providing generous feedback
one day, and a scant one-liner the next
§ Or a quirky, sarcastic tone on some posts,
while others remain staunchly academic
§ Erratic messaging creates a confusing
character snap-shot of your school
§ Prospects are left confused – and are
quick to move on to schools with consistent branding
Source:
Higher
Educa2on
Marke2ng
–
Responding
To
Students
On
Social
Media

7. 5 Ways To Improve Student Engagement on
Social Media
Slide
7
3. Use a Social Media Management Tool
§ To avoid moody messaging, duplicate responses, and
inconsistent information, colleges should implement a
social media management system, such as:
Ø Hootsuite
Ø Sendible
Ø Hubspot
Ø SproutSocial
§ From a single dashboard, your team can:
Ø Schedule posts, monitor activity, track mentions
Ø Be alerted when urgent response in needed
Ø Track what team members are doing/saying
Source:
Higher
Educa2on
Marke2ng
–
Responding
To
Students
On
Social
Media

8. 5 Ways To Improve Student Engagement on
Social Media
Slide
8
Example Social Media Management Dashboard
Source:
Higher
Educa2on
Marke2ng
–
Responding
To
Students
On
Social
Media

9. 5 Ways To Improve Student Engagement on
Social Media
Slide
9
4. Prompt & Proactive Responses
§ Answering questions promptly on SM shows that your
college is:
Ø An active community member
Ø Attentive to student needs
Ø A reliable and useful informational source
§ Plus, an unanswered concern represents a lost opportunity
to generate new leads
§ When answering questions, go above and beyond by
anticipating needs and providing extra support
Source:
Higher
Educa2on
Marke2ng
–
Responding
To
Students
On
Social
Media

10. 5 Ways To Improve Student Engagement on
Social Media
Slide
10
Proactive Social Media Response: Sheridan College
Source:
Higher
Educa2on
Marke2ng
–
Responding
To
Students
On
Social
Media

11. 5 Ways To Improve Student Engagement on
Social Media
Slide
11
5. Leverage Positive Feedback
§ Thank-you’s and career updates deserve thoughtful
feedback on social media
§ Prompt responses support lead generation by highlighting
your school’s:
Ø Job placement rates
Ø Caring & supportive culture
Ø Commitment to graduate success
§ Plus, these types of acknowledgments often spark “likes”
and continued conversation – boosting the value of your SM
community
Source:
Higher
Educa2on
Marke2ng
–
Responding
To
Students
On
Social
Media

12. 5 Ways To Improve Student Engagement on
Social Media
Ex: AAPS Leverages Alumni Success on Social Media
Slide
12
Source:
Higher
Educa2on
Marke2ng
–
Responding
To
Students
On
Social
Media

13. 5 Ways To Improve Student Engagement on
Social Media
Slide
13
6. Acknowledge Negativity
§ In their desire to boost lead generation, schools often seek
to remove negative messages from their SM platforms
§ But prospective students actually prefer seeing authentic
exchanges online – rather than contrived, ‘squeaky clean’
images
§ Don’t ignore the naysayer: Provide apologies when needed,
and resolve conflicts when possible
§ Going the extra mile to support a disgruntled student can
actually improve your brand, proving your school can handle
criticism with grace and respond to genuine grievances with
care
Source:
Higher
Educa2on
Marke2ng
–
Responding
To
Students
On
Social
Media

14. 5 Ways To Improve Student Engagement on
Social Media
Slide
14
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